Case Study:
Best Buddy Dog Training

Copy Niche Copywriting - Best Buddy Dog Training

Key Issues

one-light-small copy

Dangerous lack of clients and income


Non-performing website


Lack of marketing expertise

The Business was in the Danger Zone

Lorri is the only force-free dog trainer and Certified Pro Dog Trainer in Beaver Dam Wisconsin. As the only science-based dog trainer in her area, she knew that she had the most effective and humane training available. Her clients absolutely loved her.

When Lorri talk with Bo in the middle of January 2019, she head run into a serious problem. New client sign upside dwindled since November of 2018. She knew she needed to reverse this trend. If she didn’t, the future of her business became questionable.

Bo began with a critique of her website. He quickly discovered that she had used a pre-generated template which she filled in with her own text. The design looked nice. The text, however, was written in order to inform rather than make a sale.

Transforming the Potential Client Experience

First, he tackled the home page. has the most important page on her website, it needed to do several things.

  1. Highlight her uniqueness
  2. Triggered doubt about her competitors
  3. inspire new visions of possibility that could only be attained through her style of training

Ultimately, it was her approach and credentials that set her apart from the other trainers in her area. That became the focus of the homepage. When people work with her, they knew they would not receive old school, outdated dog training from yesteryear. Rather they were going to be on the cutting edge of dog training science.

Copy Niche Copywriting - Best Buddy Meet Lorri

Next up, the About Page. Bo saw this as an opportunity to help people envision what it would be like if they were to enter into a training relationship with Lorri. So the focus of the page became the relationship transformation that human companions experience with their canine companions, as seen through Lorri’s eyes.

After having rewritten the homepage and the about page, Bo changed the titles of key packages and made a couple marketing recommendations. The work was complete.

Crushing It in Less than 6 Months

A couple of months later, Bo checked in with Lorri to see how things were going. 

Not only had clients started to sign up, now 25% of new signups found her online, clicked through to her web page, and were sold on her services as a result of what they found. Before then, essentially all of her clients had signed up as the result of a veterinary or other pet professional recommendation. 

She now had a new source for clients.


When Bo checked in during the summer of 2020, Lorri had even better news. Her private lesson sign-ups were at an all-time high. Since they last spoke, Lorri had also started working more on the marketing side of her business to attract more leads. With her newly-written website up and running, those leads now had somewhere to go that could turn them into paying clients.

In less than 6 months, Lorri had gone from worrying about the future of her business to having so many clients that she had put them on a waiting list.

As she thanked Bo, she made it clear that “My website became more active and profitable once you helped rewrite and clarify my branding.”

Do You Need Help with Your Website Copy?

Yes, Copywriting Matters.

If you want your website to resonate with your ideal client in a way that transforms visitors into paying clients, then let’s talk. 

Work with me so that your website can work for you.